Benjamin Li
Jul 25, 2011

Fuji Film Beauty launches major cosmetics branding campaign

HONG KONG - Fuji Film Beauty has rolled out a new branding campaign for its cosmetic line “Astalift”, which aims to cut the clutter in the crowded beauty market segment in Hong Kong.

wide player in 16:9 format. Used on article page for Campaign.

Fuji Film Beauty’s cosmetic line ‘Astalift’ has been available in the Japan and Hong Kong markets for a few years. It is a fast growing cosmetic brand in Hong Kong, based on the unique similarities between film and photography and cosmetic products. This rarely talked-about common ground, the company says, is the effect on light and oxidation.

The new ad campaign is created by Metta Communications, which won the account over three months ago, include TVC, print and online components.

Andrew Lee, the agency’s MD boasted that the new ad campaign was "quite revolutionary", given that most conventional beauty campaigns use models with pale skin and stress ‘white on white’  skin tones. “We used a lot of computer-generated and slow motion imagery and the model whom we used has a  skin tone closer to normal real women.”

The new Fuji Film Beauty product line has already been available in Hong Kong for a few years, targeting 20 and 30-something women consumers. The new TVC is now running in major TV channels in Hong Kong.

Campaign China

Related Articles

Just Published

22 hours ago

Behind Spotify's new Southeast Asia campaign

EXCLUSIVE: Campaign talks to Jan-Paul Jeffrey, Spotify’s head of marketing, on the streamer's latest regional campaign for Indonesia, Thailand and Philippines.

23 hours ago

Tech MVP 2022: Sunil Naryani, Dentsu

MOST VALUABLE PROFESSIONAL: Chief product officer Sunil Naryani has been instrumental in elevating the product offerings from Dentsu and driving radical collaborations across market product leaders.

1 day ago

Why purposeful creativity is more important than ...

Why do we still rush to come up with a once-in-a-lifetime brilliant stroke of genius that had zero impact on anyone’s life or business, and then proudly stand on a stage receiving accolades for our achievements? MediaMonks' APAC ECD ponders this question and more.

1 day ago

Here's Google's plan to to help advertisers manage ...

David Temkin, senior director of product management, ads privacy and user trust at Google, who is leading the charge on preserving ad targeting and measurement while tracking restrictions loom, discusses these shifts.